#KeepItPersonal Western Digital Campaign Promises To Safeguard Private Digital Files
The marketing of hard drives and, more recently, cloud storage has largely been a snoozefest. Speeds, feeds, specs, product shots and mundane technobabble about, well, crap that really doesn’t matter. This week, Western Digital is breaking out of that mold.
Working with W2O, the hard drive and cloud storage brand is out with #KeepItPersonal, which, as you would expect, has loads of fun with the notion that a significant portion of the stuff people save should never see the light of day nor be seen by anyone but themselves.
The campaign, entitled Some Things Shouldn’t Be Shared, features all manner of compromising or embarrassing material that’s best kept behind the digital lock of Western Digital hard drives and cloud storage. Basically, they’ve created a personal cloud which, in reality, is just a souped-up hard drive; but hey, a marketer has to work with whatever trendy lingo du jour is floating around in any given year.
Kicking off the campaign, the brand drafted the topically relevant Cameron Diaz movie, Sex Tape, with a Facebook post that hijacks the #SexTapeMovie hashtag and copy which reads, “Get a room. Better yet, get a My Cloud.” The post, which features a racy picture of a couple in the middle of it, is also tagged with #KeepItPersonal, #MyCloud and links to WD.com/KeepItPersonal.
Additional Facebook posts take on other awkward situations such as a goofy picture of a cat lover with her cats and a guy who most definitely should not be wearing a tiny pink Speedo while striking a ballet pose atop a pink ball.
The campaign also includes a very staged video featuring a couple trying really hard to pretend they’re embarrassed by a few photos they mistakenly uploaded the night before. Frankly, the Facebook posts are much more amusing.
Perhaps the next two planned videos will be more amusing. The first will feature an account of a dad recording his wife in labor and the chaos that ensues after he says something he shouldn’t to his very distracted wife, and the second one will depict a bride having a complete meltdown just prior to her wedding ceremony.
And following the theme of embarrassing things that should never make it online, the campaign also includes sponsored posts on Buzzfeed. In typical, yet very related to the brand, Buzzfeed listicle style, two posts (so far) are entitled 11 Photos These People Wish Their Friends Hadn’t Shared and 12 Types Of Photos That Can Jeopardize Your Job.
All of the social media activity points to the brand’s Keep It Personal landing page. And while there’s a link to campaign buzz (in the form of a link to the #KeepItPersonal hashtag on Twitter and imagery corresponding to the campaign), the page is pretty much old school — features, benefits, speeds and feeds which, when you think about it, you kinda want to know when you’re deciding with whom to trust your inner most digital secrets.
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